When you’re running a business, what you do is create results for people in exchange for money.
But not all results are created equal...
If you want your business to be successful, you must create what I call bankable results.
Those are the kind of results that help your clients move forward. Results that are a significant benchmark in their life (or their business). And the only kind of results people will gladly pay for.
For example, leads are a measurable, bankable result.
And if you’re in lead generation business… or if you’re trying to generate more leads for your own venture… That’s the only result you need to create.
Which means, whatever activity you decide to do in order to get it, you do it only if you answer YES to the question, “Is this getting me more leads?”
The same goes for anything else. Before you decide on a new project, you first evaluate if it’ll get you results you’re after...
“Is this getting me more appointments?”… or, “Is this getting me contracts and more closings?"… or, “Is this getting me more referrals?”
And so on.
Let’s say you decide to write a book.
Now, even before you write a single word, you need to look at the context of your book. And the role it plays in getting you bankable results.
Is it to get you more leads? Or, it’s to convert leads you already have. Or maybe, it’s for people who are working with you to continue working with.
In other words, you must know where does your book fit.
Because a book that helps you get new leads is a different book that keeps people to continue working with you.
And if you decide the book you’re going to write is for lead generation, for your Before Unit…
Then you know you only need to focus on three things:
First, you need to have a book. Second, you need to have a title that, as soon as your prospect hears it, they say, “That’s the book for me.” And third, you have to have a way for them to get the book.
These are the only things that actually matter for a lead-gen book. Because those are the only things that trigger the “I want that!” mechanism in somebody’s brain.
So now, once you know the context of your book, and understand what will actually make the boat go faster...
You’re free to laser focus on nailing those things down as best as you can...
And get into as many conversations as possible.